Fashion Diplomacy At 2018 Winter Olympics: When Uniforms Compete

The banned Russians, the united Koreans, the Nigerian bobsledders, plus Team USA as the largest national team in sports history, the 2018 Winter Olympics in PyeongChang got all the must-see drama of the world’s greatest stage for fitness, stamina, and...fashion. The world's largest fashion show is set for February 9, 2018. What would the Team Korea wear to show its unity? How could Russians defy the International Olympic Committee's ban on wearing national symbols? No fashion week can match the thrill of the Opening Ceremonies!

Olympic pride has always been closely linked with geopolitical and economic status of participating countries. Since its inception 122 years ago, the modern Olympic Movement has been influenced by the same many issues that impact global political undercurrent. From international boycotts to a historic one-gloved salute, history is peppered with examples when Olympics were used for political propaganda. Sport is also about performance, but so are diplomacy and fashion. Hosting and participation in the Games are a part of the soft diplomatic strategy that works on improving national prestige abroad and political credibility at home. The increasing pressure to present the most memorable, and wearable, uniform can also translate into a potential commercial success. The latest olympic fashion hit was the sold out H&M x Sweden collaboration for 2016 Rio Olympics.

Fashion Diplomacy is the latest Olympic sport! Millions will tune in for the live broadcast of the Opening Ceremonies. The rise of the social media has created a perfect opportunity to enhance participating countries' national image in front of unprecedented global audiences. The Rio Games are remembered for Tom Daley´s speedos and Zika-repellent textiles. What will we remember 2018 Winter Olympics in PyeongChang? Here are the best and the worst opening ceremony uniforms unveiled to date.

Russia

Russia 2018 Olympic Uniform

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Russia dominates #BreakingNews these days the way it used to rule the Olympic podiums. Following a series of doping allegations, the IOC banned the Russian team from competing in South Korea. In a striking reversal just before the Opening, the Court has overturned lifetime suspensions for some athletes. However, those without any doping history are allowed to participate as neutrals under the five-ringed Olympic flag.

Zasport designed IOC compliant Russian olympic looks.

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Part of this stipulation requires the athletes to be dressed in uniforms that might not be quite “dope.” ZASPORT, the official clothing supplier to the Russian Olympic Committee, has been given strict guidelines that uniforms should bear no recognizable association to Russia, and they must use only single or dual colors.

Zasport designed IOC compliant Russian olympic looks.

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Russian athletes will be seen in Pyeongchang wearing head-to-toe gray, without any national emblems, like the Russian tri-color flag or the double-headed eagle on its coat of arms. Despite the controversies, the designers managed to pull off a modern, fashion trendy collection.

France

France 2018 Olympic Uniform

Couresy

For the third year running, the French Olympic team will be wearing Lacoste uniforms. During the Opening and Closing ceremonies, the French athletes will sport sleek, navy blue tracksuit pants and matching parkas with red and white accents. Medal winners will step up to the podium in similar uniforms, but with a distinguishable color scheme of white with touches of red and navy blue. Topped off with a requisite tri-color crocodile logo, the design partnership promotes Lacoste’s Frenchness, in no uncertain terms. But, once again, the uniforms lack that certain je ne sais quoi we expect from the land of high fashion. What's going on? Has Paris lost its cool? Is Paris still the capital of style?

Finland

Finland 2018 Olympic Uniform

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Hailing from the land of long nights, and even longer winters, the Finnish team arrives in kits made by Icepeak, an offshoot of the renowned sportswear label, Luhta Sportswear Company. Exuding confidence and positivity, the blue and white looks have struck some critics as a bit outlandish, but in an excusably charming way. Icepeak meant to outfit the athletes with decisively Finnish aspects from patterns inspired by the Northern Lights to surface design that emulates the silvery gray of the iconic kelo wood.

Finland 2018 Olympic Uniform

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Made of high-tech fabrics with strong silhouettes, the uniforms encapsulate true Finnish pride and heritage in an outspoken, contemporary, and highly functional way. The fuzzy hats are a bit much. But then again, Finland is notorious for its unorthodox style choices on the international stage: a throwback to heavy metal stunners Lordi as the Eurovision winner back in 2006.

Canada

Canada 2018 Olympic Uniform

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Our 2016 most stylish uniform winner for the Rio Games, Canada once again lands on its feet in a Hudson Bay designed collection. Team Canada will be outfitted in thigh length red parkas with “CANADA” emblazoned on the front. In case anyone is confused by the large maple leaf on each Canadian athlete’s back. As if! Medal winners will stay warm on the podiums in puffy red coats and, of course, the must-have mittens. The red mittens of the Canadian team have become synonymous with Canadian pride and are worn by athletes and fans alike. Its massive sales even help fund the Canadian Olympic Foundation.

The collection also features red and black buffalo check shirts, tuques and ball caps. Lumberjack chic, anyone?! Now, everyone is eager to see the stylish Prime Minister Justin Trudeau sporting this in support of his team.

USA

USA 2018 Olympic Uniform by fashion designer Ralph Lauren.

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In an unexpected turn of events, Ralph Lauren revealed a surprisingly functional sportswear collection for Team USA. Compared to the much critiqued cardigans and pea coats of the 2014 Games, the simple down jackets, track pants, and sweaters for this year’s ceremonies are relatively no-fuss and sans his signature Americana.

USA 2018 Olympic Uniform by fashion designer Ralph Lauren.

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Perhaps, an astute decision in a bombastic media climate surrounding USA at the moment. Must be a relief for the athletes to feel they are walking into an arena and not down a runway, even if wearing fringed gloves and denim jeans. In another victory (or rather, fashion loss but athletic and business victory), Under Armour has made a comeback since being dropped for outfitting speed skaters in speed-hindering kits back in 2014. This time, USA speed skaters will be zipping by in 3D aero printed suits customized to each athlete for a “second-skin” fit. Then there are the space uniforms; sorry, snowboard uniforms by Burton.

Maame Biney in the U.S. Olympic Speed Skating Uniform. Maame Biney is a 17-year-old short track speed skater. She is the first black woman to qualify for the U.S. Olympic Speedskating team and will compete this year.

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Embracing a retro NASA style, Burton sends American snowboarders where “no athlete has gone before” in their aluminum infused, iridescent silver kit. One small step for fashion…

Great Britain

UK 2018 Olympic Uniform

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Team Great Britain will once again be outfitted by uniform supplier Simon Jersey for the formal events of the Games. Coming from the land of expert bespoke tailoring, it makes sense the GB team would be outfitted in suits. Staying true to British style heritage, the simple contemporary looks flatter every athlete, no matter their body shape. Male athletes will wear a slim fit jacket in blue with a matching waistcoat and white shirt. They´ll accessorize with a tie featuring Olympic rings and a lion's head. Female athletes will wear slim trousers with a matching jacket over a red wrap top. And given the reputation for grey skies and bland flavors, it follows suit that the uniforms lack any sort of pizzazz expected from top contenders for the final group medal count. Somewhere Sir Elton John must be already getting bored.

Germany

Germany 2018 Olympic Uniform

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Adidas has created a cool, confident look for the German athletes competing in Pyeongchang. Under the motto “Our Team, The Look”, the iconic German brand created an impressive collection of minimal, athleisure items, reminiscent of its Yeezy collab vibes.

Germany 2018 Olympic Uniform

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The Opening ceremony looks consist of thigh length, earth tone puffy jackets, beanies, and sweatshirts. The seemingly effortless looks and the air of laid-back confidence that comes with the Adidas core brand identity pairs perfectly with the resolute self-assurance of the German image. Let’s hope the team has as much of a comeback from the Sochi games, as Adidas has had with Stan Smiths since 2014. They finished in a disappointing and unexpected 6th place in overall medal count with just eight gold medals. At least, this time around they can already score one for style.

Norway

Members of the Norwegian men’s Olympic curling team, from left Christoffer Svae, Thomas Ulsrud, Haavard Peterson and Torger Nergaard pose in their unique uniforms.

AP Photo/Bebeto Matthews

Worst uniform? Despite the social media hype, it’s definitely Norway. The Norwegian men’s curling team has made it their thing to wear ghastly, brightly patterned pants at the Winter Olympics. This year they not only lived up to the checkered reputation, but raised their own bar up a few notches. Instead of just pants, the team now rocks red, white, and blue suits with an explosive firework pattern. Curling is already a 600-year revered sport, so there’s no real need for the Norwegians curlers to further imprint it in our cerebral cortex this way. Disqualified!